Explain brand images have on consumer behaviour

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A brand image is one way a firm can distinguish its good or service. But numerous questions are now being raised about the effect brand images have on consumer behaviour. For instance considerable concern has arisen about brand images that are managed by tobacco firms as well as their effect on teenage smoking habits. Must firms be concerned about how they form and use brand images? Why or why not?
Why would a firm regularly select to be a second mover? Likewise why would a firm decisively be a late mover?

Reference no: EM13103557

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